Why Most Capability Statements Fail—And How to Fix Yours
What’s the Purpose of a Capability Statement?
A capability statement is more than just a marketing document—it’s a business tool that helps construction and engineering companies win work, build credibility, and differentiate from competitors. When done right, it gives potential clients a clear reason to choose your company by demonstrating expertise, project success, and capacity to deliver.
A strong capability statement should:
Tailored to your potential clients
Position your company as the best choice for the project.
Showcase expertise through past projects, problem-solving, and technical ability.
Give potential clients confidence that you can deliver quality work.
Ensure your business stands out in a competitive market.
Yet, many businesses treat their capability statement as a basic checklist of services rather than a strategic sales document. As a result, they lose opportunities to talk to their customers needs and requirements.
The Biggest Mistakes in Capability Statements
1. Too Many Dot Points, No Clear Strategy
Listing every service you offer in dot points may seem efficient, but it doesn’t explain why a client should choose you. A capability statement should position your business as an expert, not just another contractor with the same offering.
The fix: Instead of just stating “Civil Works”, highlight how your team delivers high-quality outcomes despite complex site constraints and tight schedules. Instead of listing “Project Management”, explain how your structured approach ensures seamless project delivery, risk mitigation, and stakeholder coordination.
2. Generic and Overused Phrases
Phrases like “Australia’s leading construction company”, “We prioritise safety, quality, and innovation”, or “Our success is built on diversity and collaboration” appear in nearly every capability statement. They don’t add credibility because they don’t say anything specific about your business.
The fix: If your competitors can copy and paste your capability statement into their own document and it still makes sense, you’re not saying anything unique. Instead of “We deliver innovative solutions”, explain what innovations you’ve introduced and how they’ve improved project outcomes.
3. Poor or Outdated Design
A poorly designed capability statement—whether it’s cluttered, visually unappealing, or simply uninspiring—immediately weakens your brand perception. Decision-makers reviewing your statement will judge your attention to detail based on how well it’s presented.
The fix: A capability statement should be clear, structured, and professional, with engaging visuals that make key information easy to find. It should reflect the same level of quality and precision that your company applies to its projects.
4. No Clear Indication of Business Scale and Capacity
Many capability statements fail to give potential clients a sense of scale. Can your business handle large projects? Do you specialise in niche, high-detail work? Without this information, clients may assume you lack the capability for major projects—or that you’re too big to handle smaller ones.
The fix: Include essential details such as:
Size of your team
Annual project turnover
Number of projects completed
Geographic areas you serve
This helps potential clients understand whether you’re the right fit for their project.
5. No Proof of Past Performance
Potential clients want evidence that you can deliver, not just a list of what you do. A capability statement that lacks project examples, testimonials, or performance metrics fails to build trust with decision-makers.
The fix: Instead of listing “Infrastructure Upgrades”, showcase a recent project with a measurable outcome, such as:
“Delivered a $20M road upgrade project three months ahead of schedule with a 98% defect-free handover.”
What Your Capability Statement Needs Instead
A capability statement should be structured, engaging, and strategic. Instead of throwing in every possible detail, focus on telling a compelling story. Here’s what to include:
About the Company – A concise introduction that highlights what sets you apart.
Core Capabilities – A mix of short descriptions and key points explaining your expertise.
Key Projects and Experience – Case studies or examples of past work that demonstrate your ability to deliver.
Differentiators – What makes your company unique? Instead of vague claims, provide real, tangible proof of what you do better than competitors.
Certifications and Accreditations – Proof of compliance, quality standards, and industry credibility.
Business Scale and Capacity – Clearly state the size of your team, number of completed projects, and operational reach.
Contact Information – A clear call to action so potential clients know how to engage with you.
Final Thought
A capability statement that’s just a list of services and generic claims isn’t effective because many businesses don’t realise the importance of storytelling, specificity, and strategic positioning. Instead of relying on dot points and overused phrases, use your capability statement to educate potential clients, highlight your strengths, and prove your value.